A week with the iPad Air in three words: Believe. The. Hype.

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All tech companies love to hype their shiny new gadgets. Nothing is ever a slightly better version of the last model, everything is a ‘breakthrough’, changes are always ‘dramatic’, performance is always ‘ground-breaking’.

Apple is of course the acknowledged master of the marketing arts, so if I’m honest I mentally toned-down all the claims in the keynote about it being “dramatically thinner and lighter,” and I responded to Phil Schiller’s claim that “once you hold one in your hand you will understand what a tremendous advancement this is” with a wry smile.

But having owned and used one extensively for a week now, I actually think Apple’s hype didn’t go far enough. This is not just a bit thinner and lighter, it’s virtually a third category of iPad …  Read more